How Small Companies Grow: The Art of Branding

Author: Zhang Zhijun
Publisher:
Publish Date: 2006-01-01
Features: A classic read for companies aiming to grow strong, and a management guide for small bosses to enhance their personal brand. The old mindset of small companies that prioritized avoiding mistakes over achieving success no longer meets the demands of market competition. To grow big and strong, you must have the awareness and courage of a "big brand"! Making a small company big and strong is no longer a dream!
"When a car zooms past in front of you, you don’t need to see the logo—just a glance at the headlights or the body is enough to tell others: That’s a Volvo!" Volvo has always been proud of being able to achieve this. This is also the key reason why Volvo, with a market share of only 1% in most countries worldwide, has always considered itself a "small company with a big brand." – International Herald Leader
Small companies benefit more from branding because it’s easier to control costs and layout, with no financial burden, and no need to ask the government for money. – Business Times
With the advent of the brand era and the intensification of market competition, the old mindset of small companies that prioritized avoiding mistakes over achieving success can no longer meet the needs of market competition. As a result, taking the branding path has become a way for many small companies to grow big and strong. This book targets small companies, integrating the essential steps in the branding process—such as positioning, sales, differentiation strategy, pricing, management, and maintenance—into a cohesive whole and presenting them to readers. Every chapter revolves around the theme of "Small Companies Building Big Brands," exploring the feasibility of branding for small companies through vivid case studies. Every point in the book is backed by facts, and it creatively guides small company owners who are lost in the dark toward a path of business development. Following this path, small companies will eventually grow stronger and become pillars in the ruthless market.